Breastkeeper Institute: A Full Brand Ecosystem, Built End-to-End

The Breastkeeper Institute is a German certification program for professional breastfeeding consultants, founded by Nathalie Pulcini. Already trusted by a community of over 170 trained women, the Institute needed a digital and physical presence that matched the seriousness of its mission: a rigorous, 12-month hybrid curriculum that turns passionate professionals into certified experts.

We partnered with Nathalie Pulcini to design and build Breastkeeper's entire brand experience - not just a website, but a full ecosystem spanning certification and graduate branding. Kicked off in April 2026 and launched on July 8th, 2026, the project came together in just three months of design, development, and testing.

The Deliverables

This was a rare end-to-end engagement where we owned both the digital and physical sides of the brand:

• A four-page core website - Homepage, Ausbildung (the 12-month curriculum), Institute (the founder's story), and Certification
• A custom, multi-step application form built to match Breastkeeper's specific enrollment flow
• Certificate templates for graduates
• A graduate branding kit, giving certified consultants brand assets of their own
• Full technical foundation: analytics and tracking, CRM integration, and SEO groundwork

On the tech side, we built the site on Next.js + React, hosted on Vercel, with Storyblok as a headless CMS so the client can manage content independently. HubSpot powers CRM, forms, and workflows, while GA4 and Google Tag Manager handle analytics and event tracking.

The Challenge

Breastkeeper isn't a typical product or service brand - it's an educational and professional certification program that needs to speak to two very different audiences at once: medical professionals looking to specialize, and career-changers entering the field for the first time. Every conversion page had to work for both, without diluting the message for either.

On top of that, the scope went well beyond a website. Breastkeeper needed a brand identity that could travel across a website, official certificates, and graduate-facing materials - all while staying consistent and clearly reflecting the founder's mission and the credibility of the certification itself.

Midway through the project, the client also introduced a curveball: they had independently built their own application form on Vercel and needed it woven natively into the site, complete with tracking and CRM integration, without disrupting the timeline.

The Solutions

We approached Breastkeeper as one brand system, not a checklist of assets:

• Two-audience segmentation logic was built into every conversion page, so medical professionals and career-changers each see messaging and CTAs tailored to their path - without needing separate sites.
• A reusable block system in Storyblok turned every section - heroes, testimonials, CTA banners, FAQs - into a modular, drag-and-drop component. The client can now duplicate, rearrange, and update content across pages without touching a line of code.
• Story-driven design on the Institute page translated the founder's mission into a page that feels like the brand rather than just describing it - a deliberate choice to build trust with prospective students.
• Native integration of the client's custom application form into the site, with full tracking and HubSpot sync, handled cleanly in roughly two days of development despite arriving mid-project.
• A unified brand ecosystem connecting the website to certificate templates and a graduate branding kit - giving Breastkeeper one consistent identity across every touchpoint.

The result is a platform the client can run on their own: adding FAQs, swapping testimonials, and replacing photos with zero dev tickets required.

The Results

One week after launch, the numbers already told a strong story:

• 149 active users in the first week, 132 of them new
• 1,000+ tracked events, with analytics fully operational from day one
• Traffic mix: 92 direct, 81 organic social (Instagram), 30 organic search, 11 email
• Organic search up +11% week-over-week - an early positive signal for SEO
• Lighthouse scores of 93-98 on desktop (mobile optimization ongoing, targeting 90+)
• 100/100 SEO score on every page
• 96-100 accessibility score on every page
• 76% of traffic from the DACH region - a near-perfect match with Breastkeeper's target market
• 10/10 client satisfaction, based on formal client feedback

Cohort applications for September 2026 are now open and being tracked in real time, and we're already rolling out v1.1: three new sections - Expert Advisory Board, Code of Conduct, and Curriculum - are in design and development.

Walkthrough with our Project Manager

Want the behind-the-scenes tour? Our PM walks through the full site, the curriculum pages, and the thinking behind the brand experience in this short video.

Have a project in mind?

If you're building a brand, a platform, or a full digital ecosystem like Breastkeeper's, we'd love to hear about it.

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